New project aims to show agriculture’s feminine face

"Common Ground" will attempt to put a more feminine, friendly and empathetic face on large-scale agriculture by using women farmers to appeal to suburban and urban grocery shoppers — most of whom are women themselves.
"Consumers don't want a slogan, they don't want an ad campaign. They want a real relationship, which led us to this strategy of woman-to-woman."

Nov 12, 2010

At the annual convention of American Agri-Women a new project is being unveiled that organizers hope will help boost consumers' opinions of American farming. The effort, loosely dubbed "Common Ground," will attempt to put a more feminine, friendly and empathetic face on large-scale agriculture by using women farmers to appeal to suburban and urban grocery shoppers — most of whom are women themselves.

"Farmers feel misunderstood. With Michael Pollan and 'Food Inc.,' large agriculture has become the devil, and local and organic is all good," said Amy Nuccio, of public relations firm Osborn & Barr, referring to the best-selling author and award-winning documentary, both of which are highly critical of large-scale agriculture.

To read about Common Ground and the feminine face of large-scale agriculture, please see Georgina Gustin's article in the St. Louis-Dispatch.